Ready to Discover How Successful Advertisers Are Reducing Ad Costs While Getting Conversion Rate Lifts of 167%?
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Visitors feel like they’re in the wrong place and can’t find what they’re looking for
When a visitor clicks your search ad for 15% off wireless headphones and can’t find this exact same offer on your generic site page containing all of your electronics, they get frustrated and bounce.
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Visitors aren’t convinced your offer is right for them
If you’re using a generic page from your site as a catchall for your ads, it’s unlikely this page is specific enough to the offer at hand. The page likely doesn’t:
- Establish trust with your visitor
- Speak to the details of why your offer is best, or
- Minimize distraction by presenting a single call to action.
The way most advertisers match up ads with destination pages today isn’t effective.
Visitors aren’t convinced your offer is right for them
If you’re using a generic page from your site as a catchall for your ads, it’s unlikely this page is specific enough to the offer at hand. The page likely doesn’t:
- Establish trust with your visitor
- Speak to the details of why your offer is best, or
- Minimize distraction by presenting a single call to action.
Ready to find out how you can boost conversion rates and lower ad costs by improving user experience post-click?
Webistry ran Google search ads for CAC Construction with the goal of bringing in high quality leads for newly built homes in a new residential area. This company’s average cost per quality lead is $60.
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Digital Agency: Webistry
CLIENT
CAC Construction
A Canadian home building and development company.
INDUSTRY
Construction / Real Estate
CAMPAIGN GOAL
Lead generation
Before: Client’s website
After: Unbounce-built landing page
Results when ad pointed to website
August 2016 – July 2017
Results when ad pointed to landing page
August 2017 – July 2018
CPA
$138.67
CPA
$39.75 ( $98.92)
CPC
$2.08
CPC
$1.59
CONVERSION RATE
1.5%
CONVERSION RATE
4.0%
QUALITY SCORE
6
QUALITY SCORE
8
IMPROVEMENT IN RESULTS
71% decrease in CPA
167% increase in conversion rate
“When a construction company selling high value homes more than doubles their leads for the same dollars spent, the impact on their bottom line is significant…Not only did lead volume go up, so did lead quality."
Jonathan Naccache
Co-founder of Digital Agency Webistry
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Outdoor Adventure Marketing
COMPANY
Uinta Recreation
Utah's most trusted source for outdoor recreation rentals.
INDUSTRY
Travel / Recreation
CAMPAIGN GOAL
Lead generation
(phone calls and form submissions)
Before: Client’s website
After: Unbounce-built landing page
Results when ad pointed to website
Results when ad pointed to landing page
December 2017 - May 2018
June 1, 2018 to July 12, 2018
CPA
$83.00
CPA
$15.00 ( $68)
CPC
$2.00
CPC
$1.26
CONVERSION RATE
8.28%
CONVERSION RATE
2.06%
QUALITY SCORE
8
QUALITY SCORE
10s (for certain keywords)
IMPROVEMENT IN RESULTS
82% decrease in CPA
302% increase in conversion rate
With tours costing $150 per person, a booking could be worth anywhere from $300 to $1,500, resulting in incredible ROI even with conservative close rates."
Dustin Hoyman
Director of Business Growth at Outdoor Adventure Marketing
CPA: $138.67
CPC: $2.08
CONVERSION RATE: 1.5%
QUALITY SCORE: 6
CPA: $39.75 ( $98.92)
CPC: $1.59
CONVERSION RATE: 4.0%
QUALITY SCORE: 8
CPA: $83.00
CPC: $2.00
CONVERSION RATE: 2.06%
QUALITY SCORE: 8
QUALITY SCORE: 10s (for certain keywords)
CONVERSION RATE: 8.28%
CPC: $1.26
CPA: $15.00 ( $68)
So, are you convinced you need to be using landing pages?
Ready to give your conversion rates a boost?
Yes, I’m ready! I want to see how easy it is to build tailored landing pages
or
Well, fortunately not.
The good news is, you only need one page to try this out. And, we get it. Most companies don’t have someone who can build tailored landing pages fast. Your developers are busy, and you’ll need something pretty branded looking.
Instead of hand-coding landing pages, you can use Unbounce's easy drag and drop functionality to make an on-brand page fast (you can even set it live with an ad before you leave the office).
I’d be interested in some conversion advice for my existing page
Why?
Largely because nobody’s considering user experience post-click.
The bulk of advertisers spend time exclusively on the ad platform side tweaking audience targeting, adjusting keyword bids, testing ad copy, and scripting to automate small tweaks.
Sound familiar?
Have you ever clicked on an ad and landed on a page that didn't make sense, nor relate to the ad you clicked on?
It happens all the time. And when it happens, the visitor gets frustrated and bounces.
Successful marketers have found ways to optimize user experience post-click.
Which do you want to dig deeper into?
CONVERSION
DISTRACTIONS
Website
For clarity on this, Google uses the term ‘landing page’ to refer to absolutely any page someone could “land on”. But, for our purposes here, we define a landing page as a standalone web page:
- With no site navigation
- Built to convey details for only one specific offer, and
- Containing one focused call to action.
vs
CONVERSION
CALL TO ACTION
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Landing Page
What exactly do we mean by a landing page?
How custom landing pages drive down your CPA
Aside from better positions, your Search Impression Share will also improve, meaning you'll appear for a higher percentage of queries than your competitors in general.
In short, Google rewards advertisers who figure out the whole user experience thing ;)
Now that you know how landing pages can lower your CPA, what do you want to do next?
Your New and Improved Landing Page
best wireless headphones
Your Competitor’s Ad
Ad
https://yourcompetitor.com/webpage
Your Competitor’s Ad
Ad
https://yourcompetitor.com/webpage
Your Ad
Ad
https://yourcompany.com/landing-page
Higher Quality Score
Improved Ad Rank + Impression Share
Part of the reason improving user experience with landing pages gives you such a massive advantage over your competition is because it’s a tactic only especially savvy digital marketers tend to use right now.
Furthermore, you tend to see compounding benefits once you begin using especially tailored pages—namely a better Quality Score and Ad Rank (wherein you takeover the best ad positions).